Seats on the 50-yard line were worth considerably more. Why did the National Football League sell all of the tickets at the same $60 price? There are no satisfactory answers to these questions within the confines of standard microeconomic theory. In the case of the Super Bowl, the league surely does not need the extra publicity generated by the ticket scarcity. (The argument that long lines create publicity is sometimes given for why prices aren’t higher during first week’s showing of the latest Star Wars epic.)